Parasol Culture Spreads to U.S. as K-Beauty Fuels Sun-Avoidance Habit
Foreign tourists walk while holding parasols at Gwanghwamun Square in Jongno-gu, Seoul. Newsis
The parasol culture long familiar across Asia, including South Korea and Japan, is spreading to the United States. Analysts say record heat has driven demand to avoid ultraviolet exposure, while the K-beauty boom is expanding skincare habits from applying sunscreen to avoiding sunlight altogether.
Umbrellas Even Without Rain
According to industry sources on the 21st, The New York Times recently reported that a growing number of U.S. consumers are using parasols to shield themselves from strong sunlight and ultraviolet rays even on days without rain.
While the sight of parasols in summer is familiar across Asia in countries such as South Korea, China and Japan, it was a relatively unfamiliar practice in the United States and Europe. The mood is shifting, however, as record heat waves recur and awareness of ultraviolet exposure grows.
Social media has also driven the spread. On platforms such as TikTok and Instagram, users are sharing content that treats parasols not simply as tools to block sunlight but as fashion items to match an outfit. Dermatologists’ emphasis on ultraviolet protection is also cited as a factor boosting demand.
Citizens hold parasols in front of Yongsan Station in Seoul. Yonhap News
Sales figures are climbing as well. Sales of ultraviolet-blocking umbrellas by New Zealand umbrella brand Blunt rose 60% from a year earlier. U.S. umbrella maker Davek, which launched its first parasol last year, said sales this year doubled from the previous year.
Blunt’s founder told the NYT that one factor behind rising parasol demand was Korean-style skincare culture, which has spread through social media and content creators. The founder explained that under the influence of K-beauty, the habit of not just applying sunscreen but avoiding sunlight itself is spreading alongside it.
Market research firm Market Intelo projected that the global ultraviolet-blocking umbrella market would grow from $1.8 billion last year to $2.9 billion (about 4.03 trillion won) by 2034. While the Asia-Pacific region accounted for most of the market last year, North America’s share already reached 18.5%.
Beyond Sunscreen: A Habit K-Beauty Changed
Analysts point to K-beauty, whose global influence has grown, as one axis of the parasol boom. As the Korean skincare approach of meticulously using sunscreen to prevent skin aging becomes known, interest is also spreading to methods of reducing sun exposure itself using hats, clothing and parasols.
K-beauty’s growth is also evident in exports. A comparison of Korea Customs Service and French customs data for the same product category (HS code 3304) on the 21st showed that Korea’s exports of skincare and color cosmetics in the first half of this year totaled $5.72453 billion (about 7.99 trillion won). France still leads at 5.69401 billion euros (about 9.28 trillion won), but the gap is narrowing.
In the United States, the world’s largest cosmetics market, the rankings have already flipped. Korea’s cosmetics exports to the U.S. stood at $1.02304 billion in 2023, falling short of France’s $1.17167 billion, but rose to $1.54759 billion in 2024, overtaking France. Last year, Korea recorded $1.74881 billion, while France came in at $1.06228 billion.
French daily Le Monde reported that France’s exports of cosmetics such as perfume and skincare fell last year for the first time in 20 years. Competition from K-beauty, which has rapidly expanded its influence in the U.S. skincare market, was cited as one cause alongside U.S. tariff policy.
Record Heat, Then Record Rain: Korean Searches for Sun-and-Rain Umbrellas Surge 27-Fold
At home, recent extreme weather swings have been driving demand for sun-and-rain umbrellas. Their practicality has come to the fore, as they can be carried to block hot sunlight and also used in sudden downpours.
The daytime high in Yangsan, South Gyeongsang Province, topped 40 degrees Celsius on the 29th of last month, then soared to 42.5 degrees on the 2nd of this month. Extreme weather followed, with record rainfall pouring on southern regions from the 15th to the 17th.
According to fashion platform 29CM, searches for “UV-blocking parasols” in June and July this year surged 27-fold from the same period a year earlier. Over the same period, searches for “ultra-light sun-and-rain umbrellas” rose 188% and “blackout sun-and-rain umbrellas” rose 135%.
The industry expects related demand to continue as climate change combines with heightened interest in ultraviolet protection driven by K-beauty. Analysts say that as skincare expands beyond applying sunscreen to blocking sunlight itself with parasols, hats and clothing, new consumption is being created in the umbrella market.

